Effective Frequency Vs. Recency: Are Media Scheduling Theories Valid?

This paper reviews the development and underlying theories that created the opposing "effective frequency" and "recency" concepts in media planning. As it demonstrates, both are based on flawed or misunderstood data and, in any event, are not practical solutions for all problems. Particular attention is paid to the misleading interpretations of scanner panel/audience frequency studies, which often go unnoticed. (5.5 pages text)

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Effective Frequency Vs. Recency: Are Media Scheduling Theories Valid? $125.00 $125.00

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